经济型酒店的崛起、挑战和未来发展趋势-孙 坚
[简历]
孙坚，2000年加盟英国翠丰集团下属B＆Q百安居(中国)连锁超市管理系统有限公司任市场副总裁；2004年升任营运副总裁兼华东地区总裁；2005年1月担任如家酒店连锁首席执行官。
Resume:
Sun jian , CEO of the home inn.
【演讲题目】：经济型酒店品牌的崛起与竞争对高星酒店客源的影响与挑战
Topic: Influence and challenge Economy hotel brand rising with competition to high star hotel source of tourists.
经济型酒店的崛起、挑战和未来发展趋势
如家酒店连锁首席执行官 孙坚
2004年被称为中国经济型酒店的发展“元年”。今年可以说是经济型酒店驶入快车道的一年，为什么这么说呢？主要是从以下几个角度来看：第一，经济型酒店行业内的新进入者急剧增多；第二，大量投资在2005年进入经济型酒店领域，既有风险投资，也有酒店行业内的投资，还有其他的实业投资；第三，现有的如家、锦江之星等快速跑马圈地，加快全国布局；第四，如家、锦江之星等都在计划上市融资，规划新一轮发展，为整合行业做一定的铺垫。为什么经济型酒店会出现这么高速的发展呢？我们必须先从经济型酒店的崛起的背景来看。
崛起
经济型酒店发展如此迅猛有其深层次的原因。从大的宏观经济形势来看，中国经济持续高速的增长，已经形成了2 3亿具有较强的消费能力，中产阶级崛起，他们追求理性消费，有预算约束，对酒店的要求是干净和比较好的服务。从酒店行业本身来看，在经济型连锁酒店崛起之前，主导这个市场的是星级酒店和众多不知名的“招待所”，而在西方国家，经济型饭店已经成为旅游住宿业的主流趋势。美国酒店业协会的统计表明，美国经济型酒店约有6万家，客房平均出租率70%。一项对海外旅游发达城市的调查显示，美国经济型酒店与豪华星级酒店的比例一般为7：3。经济型连锁酒店的收入占美国酒店业收入的64%，每年创利数千亿美元。国内大中城市商务活动日趋频繁、旅游消费渐渐兴起，国外来中国旅游和商务活动也逐步攀升，这些都为经济型酒店的诞生和发展提供了有利的外部环境。依据中国的国情分析，中国供大众消费的酒店应该在200元人民币左右，这是国内经济型酒店的主流市场。
中国国内的高星级市场基本是由国外酒店集团在管理，而占总量90%以上的中低档星级宾馆和经济型酒店市场上，国内品牌有很好的发展机会。从97年中国第一个真正意义上的经济型连锁酒店品牌诞生至今，已经形成了三大阵营，第一大阵营就是全国性的经济型酒店品牌，例如如家、锦江之星；第二大阵营就是一些区域性的经济型酒店品牌，例如上海的莫泰168、广州7日酒店连锁、南京的金一村等；第三大阵营就是国际酒店管理集团，例如法国雅高的Ibis和美国Super8。目前来看，如家酒店连锁计划在2008年形成200家的规模，成为我国经济型酒店的代表性品牌，并成功上市。锦江之星计划在未来3到5年内发展200家连锁店，最终在全国开店达到1000家，并筹划以东南亚为突破口谋划全球布局。法国雅高打算未来5年内，在成都、青岛、上海等地要开出50家Ibis；美国Super8打算在2006年底签订68家店的加盟意向协议。在全国型品牌中，如家是从北京发展到上海再扩张到全国这么一个路径，锦江之星则是先从上海和上海周边城市发展到北京，然后再扩张到全国。目前，经济型酒店发展迅速，本文以表一、表二、表三为例说明经济型酒店发展的历程和形势。
挑战
国外经济型酒店品牌的进入，国内经济型酒店的盲目投资都将冲击现有的经营格局。可以说，目前市场上的主要经济型酒店品牌都将受到一系列挑战，概括一下，中国经济型酒店将面临来自内部、外部等诸多方面的挑战。
从外部来看，一方面经济型酒店面临这成本模型的考验，另一方面又面临着市场规范的考验。经济型酒店的相对低价格来自于良好的成本控制。可以说，对经济型酒店最大的挑战就是控制成本。由于经济型酒店多选择在大城市交通便利地带建店，房价控制在150～300元之间，当客房出租率达到100%时，总收入就到顶了。因此，只有最大限度降低成本，才能有最高的利润率。但是，目前国内的大中城市由于房地产的持续升温导致商业地产的价格节节攀升，而商业地产的租金是经济型酒店最重要的成本构成之一。同时，国内的能源的短缺，也导致能源的成本变动，不断变动的能源成本也构成了对经济型酒店的巨大影响。在市场规范方面，经济型酒店要真正做到“有所为，有所不为”经济型酒店要把自己的定位明确锁定在一点上棗住宿。超出“住宿”需求以外的不做。目前市场长出现了一些“经济型酒店”，KTV、桑拿等都做，这就脱离了经济型酒店这一本身概念。更有一些经济型酒店的价格已经超过了经济型酒店价格区间和范围、炒作概念、盲目投资等误区，所以对于先期介入并有领先优势的经济型酒店企业而言，抓住创建行业标准的机会，对其发展将是一个莫大的助推。
从内部来看，经济型酒店将面临着人力资源、标准化服务、管理系统的挑战。中国培养的大部分酒店经理人都是为大酒店“订做”的，而在专业的中小酒店管理方面，连教材都很少，经济型酒店近几年在快速的发展，更是对经济型酒店的人才需求旺盛，从人才供给却相对有限，经济型酒店不得不重新培养经济型酒店人才。标准化服务对于很多经济型连锁酒店来说是一个巨大挑战，服务只有标准化了，服务的质量才能统一。再有一点，就是管理系统的挑战，举个例子来说，管理一家拥有1000个床位和300名员工的酒店跟管理10酒店1000个床位300名员工的管理要求难度就不一样，后者显然需要良好的管理系统。同时管理几家门店发展到十几家店是一种管理方法，从十几家店发展到几十家店就需要另一种方法了。
受文化、管理成本、市场环境等条件影响，目前国外经济型酒店品牌还没有大规模进入国内。但肯定会进入的，而且必将对国内经济型酒店市场造成冲击，将来可能会出现国内经济型酒店重新洗牌、重新进行利益分配的格局。
发展趋势
随着中国社会经济高速发展，经济型酒店将起重要的作用，相比已发展成熟、规范化高星级酒店，有更多的商业机会，既包括经济型酒店数量、规模、档次等涉及硬件、资金的方面，也包括经济型酒店产权、机制、经营模式、管理服务规范、行业体制软件等的方面。总结起来，中国经济型连锁酒店未来发展将呈现如下三大趋势：
第一，经济型连锁酒店未来发展出现品牌化趋势。为什么这么说呢？我们分别从经济型酒店行业的特点、品牌的本质和酒店的经营模式三个角度来看。从酒店行业来看，在我国酒店行业中，欠缺的不是经济型酒店的产品形态，而是群体意义上的经济型酒店品牌。我国三星级以下的经济型酒店占据着整个住宿设施的80%以上，但长期以来都以单体的形式存在，没有形成规模、缺少有影响力的品牌，彼此之间主要靠价格进行竞争，所以实力不强、效益较差。对于经济型酒店来说，规模是管理的基础，品牌高于有形资产。只有在若干个知名品牌的旗下聚集了一定规模的企业群，才可以说经济型酒店已经发展到了相对成熟的业态；从品牌本身的属性来看，品牌的本质就是消除消费者的防御心理，取得消费者的信任。消费者在购买或者消费任何一个产品的时候。
第二，经济型酒店的连锁化经营趋势越来越明显。我国许多省市有旅游集团，旗下通常都有庞大的酒店资产，但这些酒店基本上是区域性的，很少进行全国布局，没有形成有效的网络分布，集团化发展困难重重。经济型酒店要实现集团化经营，必须实现连锁化。在未来的连锁化经营中，布局连锁化、客源系统的连锁化、标准化是支撑连锁化的最重要的三个因素。在布局方面，经济型酒店必须要有突破区域限制、进行全国布局的意识，形成全国一盘旗。目前如家已经现在已初步连点成线、连线成网，不仅在单体酒店的软硬件上，而且在规模化发展的轨迹上，与国际品牌保持一致。在客源系统连锁化的趋势中，经济型酒店的中央预定系统是关键，拥有强大的中央预定系统，可以使全国范围的酒店分享中央预定系统的客源，全国各地的客人都可以随时随地定到酒店。对于连锁企业来说，最重要的一点就是各个连锁店的软硬件要一致化、服务要一致、产品要一致。连锁化经营是酒店业发展的必然趋势，由分散走向集中，进行集团连锁化经营管理也是我国酒店业发展的必然之路。一方面酒店管理公司要加快发展，中国酒店总体数量已经达到较高程度，但总体发展水平不高，这给中国的酒店管理公司的扩展带来历史性的新机遇。另一方面经济型酒店也可以考虑加入酒店连锁经营，让专业的酒店管理公司提供系统的酒店管理技术，利用酒店管理公司的品牌、客源网络提高经济型酒店的经营水平。
第三，经济型酒店的标准化要求越来越高。对于连锁企业来说，全面的质量控制和质量管理是一道迈不过去的坎，如何使所有的连锁酒店都能按照一个标准来进行管理是一门很大的学问。没有一个良好的标准化，酒店的质量就很难得到保证，企业的品牌和声誉就会收到很大影响，这将决定连锁企业到底能走多远。
最后，借用一个比喻来表明经济型酒店在行业内的地位：一个玻璃瓶装满大石块的时候并非意味着玻璃瓶已经装满，这个时候将一堆小石块放进去，小石块逐渐填补了大石块间的空隙，随后，沙子还可以填补小石块的空隙，而后，水还能渗入其间。因此，酒店行业只要形成科学的市场结构，整个酒店行业就可以出现欣欣向荣的发展前景。
THE UPRISING, CHALLENGE AND DEVELOPING TREND OF ECONOMIC TYPE HOTELS
Economic hotels started out its development in 2004. In the 2005, economic hotels drive on the highway, why we say so? It is mainly demonstrated from the following aspects: first, more and more new bloods entered into the hotel industry; second, more investment are spent in the economic hotels including the investment against risks, investment from hotel industry or something else proprieties; third, the economic hotels in China, such as Home Inn and JinJiang Hotels have entered into the horse race to speed up the whole national display; fourth, Home Inn etc, plan to be on sales to lay the solid foundation to integrate the industry. Why economic hotels could develop so rapidly? Let us first look at the background of economic hotels’ development.
Uprising
Viewing from the macro economic aspects, with the sustained development of China’s hotels, 200-300 billion consumption capacities is formed and the middle classes are more eager for rational consumption, predicated budget, clean hotels and good services. Viewing from the hotel itself, before the uprising of economic hotel chains, the main market supports are hotels and unknown reception places. While in western countries, economic hotels have turned out to the main tendency for tourist lodgings. According to the statistics by American Hotel Associations, there are over 600 thousand economic hotels in America, with the rental rate of 70%. A survey by overseas tourist cities shows that the ratio of economic hotels and deluxe hotels in America is 7:3. The revenues of economic hotels take up 64% that of the whole hotel industry in America with its annual interest of several billion US dollars. As the frequent business activities happens in domestic cities and more tourist consumptions comes, all these bring a helpful conditions for the born and development of economic hotels. In light of the current national situations, the suitable hotel fees for the common consumers should be more or less 200 RMB that is also the main trend for the domestic economic hotels.
The top star hotels in China outsource for the international hotel management, while 90% hotels in China are economic hotels or low star hotels, which bear a good opportunity to develop. In 1997s, the genuine economic hotel chain was born, and formed into 3 groups. The first group are the nation-wide economic hotel chains, such as Home Inn, JinJiang Inn; second group are some regional economic hotels, such as, Shanghai Motel168, Guangzhou Seven Days, Nanjing JinYiCun etc; third group are international hotel management group, such as, France Ibis, American Super8. In the following 3 to 5 years, Home Inn intends to expand over 200 propeties and reach 1000 in nationwide. In addition, it plans to open the Southeast Asian regions. France Accor plans to set up more than 50 Ibis in Chengdu, Qingdao and Shanghai. American Super8 tends to sign 68 contracts by the end of 2006. In the national brands, Home Inn is developed from Shanghai, to the surrounding areas of Shanghai, Peking to some other areas in China. Currently, economic hotels develop rapidly. From the form 1, form 2 and from 3, you could get a satisfactory answer concerning the developing trend and situations of the hotels.
Challenges
As the entrance of international economic hotel brands and the blind investment of the domestic economic hotels, all these will exert great influences on the current economic patterns. In other words, the main economic hotel brands on the market are confronted with a series of challenges from inside and outside hotel industry.
Viewing from the outside hotel industry, the economic hotels are confronted with cost challenges. Second, economic hotels met the challenges from the market regulations. The low prices of economic hotels lies in its good cost control. That is to say, the biggest challenge for economic hotels is to control cost. Generally speaking, the economic hotels are usually located in metropolis with convenient transportation and its room price is usually controlled between 150-300 RMB. While the rental rate comes up to 100%, its revenues come to the climax. Therefore, for the economic hotels, the largest interest to reach is to minimize the cost. However, with the dramatic growth of the real estate prices, the cost of economic hotels becomes higher. In the meanwhile, domestic resources vacancies also exert great influences on the economic hotels. Confronted with the peril situations, Economic hotels have to focus on lodgings. If the services area is out of the lodging, it could not be included. Currently, some economic hotels in china have also managed other fields, such as KTV and Sauna etc, however, all of these have surpassed the services areas of economic hotels by itself. Even worse, the hotel prices have surpassed the prices spheres attached to economic hotels and hotels went into a blind investment periods etc. So for the earlier advantageous economic hotels, it is essential to master the opportunity to establish industrial standard, which is a great help for its development.
Economic hotels are confronted with the challenges of human resources, standard services and management systems. While majority hotel managers are arranged for the major hotels in China, they are not suitable for the middle and small hotels management. Being influenced by culture, management cost and marketing environment etc, currently the economic hotels still do not enter into domestic market on a large scale. While the economic hotels really entered into it, it would exert great influences on the domestic market and possibly break the traditional models to form a new situation.
Developing tendency
With the highly development of China’s social economic, the economic hotels play an important role in the society. Compared with the 5* hotels, economic hotels have more commercial opportunities including the number, scale and levels and the rights, systems and management models, services, software etc. Above all, China’s economic hotels will turn out its three major developing trends.
First, economic hotels focus on brand construction. We could explore it from the following three angles, that is, the characteristics of economic hotels, the essence of brand and the hotel management models. In the hotel industry, we are not lacking in economic style hotels but the economic hotels in the collective sense. There are 80% hotels below 3* in the whole lodging facilities, however, they just survives as the independent form and do not form its own scale lacking its price competitiveness. For the economic hotels, scale is the basis of management, while brand is superior to the tangible capital. Only several unknown brand gathered together, could the economic hotels reached a relative mature state. For the hotel brand itself, it resorts to eliminate the mental defense of the consumers and reach consumers’ belief.
Secondly, hotels in economical type welcome the mode of chain operation more fiercely. Travel groups in many provinces or cities of China boast gigantic hotel assets, but these hotels are basically limited in a territory and have no effective networking. They suffer difficulty in chain development. Hotels in economical type should apply the chain mode for group operation. In future chain operation, chain layout, chain customer source system and standardization are the three most important factors to support the chain operation. Regarding layout, economical-type hotels should overstep the boundary of territory and carry out networking nationally. Currently, Home Inn has accomplished its networking in hotel’s hardware and software and in scale-based development to keep pace with international brands. In the tendency of chaining of customer source system, it is the key for economical-type hotels to establish the central reservation system, which can enable hotels to share the customers of the system nationally and customers around the country can reserve a guestroom at any time and anywhere. To chain enterprises, the most importance is to uniform the hard ware, software, service and product of every chain hotel. The centralized and chain operation and management is the inevitable road for the hotel industry. On one hand, hotel management companies should speed up their pace for development. The number of hotels in China is high, but the development level is not satisfying, which brings a historical opportunity for Chinese hotel mangiest companies to develop and expand. On the other hand, hotels economical type should consider to joint in hotel chain operation and apply systematic hotel management art provided by processional hotel management companies, brand and customer source network of hotel management companies to improve their operational level.
Thirdly, Hotels in economical type are placed a higher requirement on standardization. To chain enterprises, total quality control and management are always a block to them. How to enable all chain hotels to carry out management under one standard is really a profound knowledge. Without a sound standardization, hotel quality is hard to be guaranteed and the brand and reputation of the enterprise may be affected. Standardization decides the future of any chain enterprise.
Finally, let’s see a metaphor which indicates the position of economical hotels in the industry. When a glass bottle is filled with big rocks, it does not mean that the bottle is full. You can put some gravel to fill the gap. Then, you can fill any space with sands. Finally, you may pour water into it. Thus, if the hotel industry is shaped with a scientific market structure, it will expect promising future.
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